Urban green is an essential component of livable and sustainable cities, providing benefits for the environment, human health, and well-being. In densely built city areas, planting street trees and installing green roofs and facades can lead to more equally distributed green infrastructure, for which it gained importance in urban planning. However, to achieve the desired effects, cities need to implement small-scale measures on a large scale, which requires broader urban restructuring and significant financial and political resources. Economic valuation can support this process by providing city governments with knowledge about citizens’ support and preferences for greening policies. We use a choice experiment in the Austrian capital, Vienna, as part of a representative survey of 1327 respondents. Using a Mixed Logit Model with correlated random parameters, the results show a clear preference for a greener city, while respondents express a higher marginal willingness to pay (WTP) for measures on streets (5.58 Euro/year) than on buildings (3.60 Euro/year) for change the density of green measures from rare to frequently. Introducing interactions with socioeconomic variables, selected attitudes, and neighborhood characteristics based on geo-referenced addresses, we find a positive correlation between a higher WTP and the characteristics of younger and more affluent residents, as well as citizens who suffer significantly from urban heat, use parks more regularly, and live in neighborhoods with relatively little urban greenery. Overall, the analysis proves valuable for estimating public support and facilitating comparisons between different greening options, contributing to a more informed and nuanced discussion in urban planning and policy.

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了解公民为城市绿化计划做出贡献的意愿

城市绿化是宜居和可持续城市的重要组成部分，为环境、人类健康和福祉带来益处。在建筑密集的城市地区，种植行道树并安装绿色屋顶和外墙可以使绿色基础设施分布更加均匀，这在城市规划中变得很重要。然而，要达到预期效果，城市需要大规模实施小规模措施，这需要更广泛的城市重组以及大量的财政和政治资源。经济评估可以通过向市政府提供有关公民对绿化政策的支持和偏好的了解来支持这一过程。我们在奥地利首都维也纳进行了一项选择实验，作为对 1327 名受访者进行的代表性调查的一部分。使用具有相关随机参数的混合 Logit 模型，结果显示出对绿色城市的明显偏好，而受访者表示对街道措施（5.58 欧元/年）的边际支付意愿（WTP）高于建筑物（3.60 欧元/年）。年）将绿色措施的密度从罕见变为频繁。引入与社会经济变量、选择的态度和基于地理参考地址的社区特征的相互作用，我们发现较高的支付意愿与年轻和富裕居民的特征以及遭受城市炎热、使用的严重影响的公民的特征之间存在正相关性。更频繁地停车，居住在城市绿化相对较少的社区。总体而言，该分析对于估计公众支持和促进不同绿化方案之间的比较很有价值，有助于在城市规划和政策方面进行更明智和细致的讨论。